Reaching someone’s email inbox is like being invited into their house. Play by their rules, and you will see a rise in opens, clicks, and engagement

Email marketing is an effective way to communicate with your customers without spending too much money. But you have to do it right to get them interested in opening your email, without it going to spam.

You are in their home

People are overwhelmed with interruptions, proposals, and sales ads everywhere they turn. Although you might think yours stands out, chances are it looks the same as the others. This is why it is necessary to know where you are and use good manners to get great results.

Getting into someone’s email is like being invited to their house. If they ask you to remove your footwear, you do that respectfully. The same goes for email marketing. So before we move on to the nitty bits, always remember to be on your best behaviour … you are in their home. Putting on your best front also involves sending an email from a professional address with a domain name. You can register domain names @ OpenHost and set up a professional email now.

If you already have this sorted, proceed to the tips below.

Tell your subscribers what to expect

Whether you intend to send business updates, letters from the CEO, e-commerce info, regular deals, promos or occasional tips, it is important to inform your subscribers about what to expect and how often to expect it. Give them detailed information on your registration form, so they can choose if they want to be on your mailing list.

Send a “thank you” mail

Some people say a “welcome” mail. Either way, you are both thanking and welcoming them to your exclusive “club”. It is always a great idea to remind people why they are on your list and reassure them of interesting things to come. You could even send new subscribers a special deal or exclusive items to thank them for their loyalty. In all of this you need to have an idea of words that work in website content and email marketing.

Create your newsletter to suit your brand

Your newsletters should match your brand’s persona, that includes its appearance. If you are using a template, you must customise it to contain your organisation’s colours and logo in the header. By making your emails consistent with the rest of your company’s content, your readers will feel more comfortable from the start.

Make it scannable

Most of your subscribers are busy people who receive many emails, so you should probably assume that you don’t have their complete attention. Instead of having large blocks, break your text into concise paragraphs. Let it have subheadings and images to steer readers along the email. They also make the content scannable.

Add a teaser at the beginning of your newsletter to make subscribers look forward to what’s in store. If the article is a long one, consider placing “read more” links so that people can return to the rest when it is more convenient for them. Your topic should be straightforward and easy to assimilate. For certainty, conduct an A/B test with different variations of your content.

Also read: 5 email marketing tips proven to work really fast for startups

Send people content that appeals to them

Email newsletter services provide features like categories and segmentation to assist you in creating content for specific groups of people. If you are sending emails to different groups (for instance a charity organisation might send separate emails to sponsors, volunteers, and donors), request that your subscribers tick the appropriate box on your signup form to join a certain group.

Segmenting your list allows you to send emails to specific subscribers without allocating them to group messaging. If your business is opening a new outlet somewhere, then you could send invites to people within a particular postcode.

Keep a publishing calendar

A consistent newsletter is a commitment. Your subscribers will soon forget about you if you send nothing after several months. Worse, they might even delete you from their subscription once you resume writing, or they may mark your mail as spam. Make out time to plan, create, design and send your newsletters on schedule.

Think mobile

If your campaign isn’t compatible with mobile, it won’t do well. Everything you send should be mobile-responsive. Check out this infographic for data that can make you change the way you design your emails. One of the important bits: according to the study, 71.6 per cent of consumers will delete emails that are not mobile-friendly, and if they don’t look good on mobile, 71.2 per centwill delete the email. You may consider getting a responsive template.

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